Cineworld appoints Response One and TDA for customer engagement brief

Response One and TDA will focus on promotions using data

Cineworld has selected data specialist Response One and marketing agency TDA to handle its customer communications, following a three-way pitch.

Response One and TDA will now focus on the proposition which launched in March 2012, offering customers a 10 per cent discount for booking online. The brief is to use mycineworld membership data to create insight-driven communications which are personal, relevant and targeted to Cineworld customers.

The activity will be based on all forms of direct communications with a focus on films, offers and other themes likely to interest different segments of the membership audience.

Of the appointments Paul Davie, retention manager at Cineworld, said: “We want to make full use of our customer relationship management system and member data to develop focused communications and tangible return on investment. Response One and TDA have demonstrated a sound long-term strategic vision and brought some exciting creative ideas to the table.

"We are confident that they will take our customer relationships to the next level.”

Account director at Response One, Rob McGowan commented that the activity will “involve creating a framework for precisely timed activity and highly-tailored content” in order to engage potential Cineworld customers.

Andrea Lee, account director at TDA, added: “At the end of the day, people only want to receive communications that are genuinely interesting and relevant. Cineworld understands this and has put customer insight right at the heart of its member relations strategy.”

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